Chapter 4 Gathering Information and Marketing Management Tenth Edition Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. Defining the Problem & Research Objectives Exploratory Research Descriptive Research Causal Research Test cause- and-effect relationships. Tests hypotheses about cause- and-effect relationships. Sheds light on problem - suggest solutions or new ideas. Ascertain magnitudes. Research Approaches Behavioral Focus-group Survey Experimental Observational Secondary-Data Sources Internal Sources Government Publications Periodicals and mercial Data On-Line Associations Business Information The Marketing Research Process Defining the problem and research objectives Developing the research plan Collect the information Analyze the information Present the findings Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of models & data Acknowledges the cost & value of information Maintains “healthy” skepticism Is ethical y Types of Demand Measurement (6 x 5 x 3) All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level Territory Region . Customer World Space level Short run Medium run Long run Time level Demand Market Demand Company Demand